Social Media in Greek and German Wineries' Websites

In recent years, more businesses are trying to use the Internet and adopt social media marketing so as to gain new customers, establish interactive communication, create a competitive advantage and increase their profits. The article investigates the characteristics of Greek and German wineries' websites, emphasizing on the use of social media. In this light, 156 Greek and 100 German wineries' websites have been studied so as to depict the state-of the art and the degree of integration of social media. The study reveals that the Greek and Germany winery websites do not differ significantly and are evolving towards the incorporation of social media tools in their e-marketing strategy. In both countries, Facebook is considered the most dominant social media tool, followed by Instagram and Twitter. However, further improvement on electronic marketing practices is required to achieve the objectives of winemaking enterprises.